Avallen pledges 1% of sales to protect the planet

Calvados brand Avallen will donate 1% of its turnover to environmental initiatives as part of the 1% for the Planet scheme.

Started in 2002 by Yvon Chouinard, founder of Patagonia, and Craig Mathews, founder of Blue Ribbon Flies, 1% for the Planet sees member businesses around the world donate to environmental non-profit organisations. Since its inception, members have given more than US$265 million to approved non-profit partners.

Avallen has now joined the scheme, alongside spirits producer Cooper Kings Distillery and 3,000 other companies that have agreed to donate 1% of their turnover to charities that support the environment.

By joining 1% for the Planet, Avallen said it was making a ‘long-term commitment to our wild bee populations’.

Avallen co-founder Tim Etherington-Judge said: “We’re extremely excited to join thousands of pioneering companies and become a member of 1% for the Planet, continuing our commitment to support amazing organisations working hard to protect our most important of pollinators: the bees.

“Joining 1% for the Planet is another step on our journey to be the world’s most planet-positive spirit.”

Avallen was launched by Etherington-Judge and wine and spirits specialist Stephanie Jordan in 2019 to ‘reignite Calvados’ and have a positive impact on the world’s bee populations.

Last year, the brand surpassed its £250,000 (US$316,000) crowdfunding target, which will be used to drive sales and gain new listings, as well as boost digital marketing.